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汗纳迪姆
Aug 03, 2022
In General Discussions
I have to admit that when there are more and more channels, the traffic is no longer concentrated, and the penetration of circles into brand communication becomes more and more important. This is the inevitable result of traditional advertising to the digital age, and then to the hypermedia age. Throughout the development of business 1.0 to 6.0 era, you will find that all the things done at each stage are essentially doing one thing, that is to improve the efficiency of information flow, and the processing of information efficiency in the business field itself is a brand The underlying logic or core DNA. Therefore, when the crowd is dispersed according to different fields and different channels, the efficiency of information processing and management will be reduced, and the key strategy to efficiently integrate all this is to transmit according to channels and penetrate and guide through circles. In fact, circle marketing can no longer be generally defined as a certain area of ​​interest, because it can be an aggregation of content, a community with the same purpose, or a community based on geographic location, which can be collectively referred to as circles. Marketing. For so many different types and ways of circles, how should brands go deep into them so as to influence them, gain their recognition, and even break through the circles with their help? Source: Zanzi "2020 Vertical Circle Marketing Report" 01 Re-understanding the circle When brand communication is launched, the circle is often only used as a channel, and when it comes to the circle, everyone is very general to specify a certain type of direction, but when it comes to the subdivision characteristics of the circle, how to better When doing content dissemination and public opinion guidance within the circle, it is often impossible to find the right direction. To put it bluntly, brand suppliers like this basically find a few KOLs to simply vote, and then use the expression that they think they know the circle well, and the final communication effect can be imagined. In fact, it is necessary to understand that there are no more than four points in the circle: cultural carrier, expression system, communication field and power system. Cultural carrier usually refers to the transformation of abstract concepts into specific styles/behaviors/objects. For example, art is divided into graphic, illustration and other categories, and illustrations are divided into Erzhan, Meiman, Q version, original painting and other styles. The expression system is the language system and visual symbol system of the circle. The most representative ones here are the non-fan circle and the second dimension. One is based on Idol idols as the discourse system, and the other is based on visual style and people as the core communication system. . Source: Zanzi "2020 Vertical Circle Marketing Report" The communication field is the so-called communication channel of brands, including online and offline, and the power system is the opinion leaders and member levels of this circle, including the criteria for entering the circle, etc. These two points are actually understood and applied by brands. relatively more. In essence, it is a channel, a KOL and KOC, but the content point of cultural carrier and expression system is often ignored by brands, especially when the current strategy and creativity are finalized, thinking that the channel is just to find an account to send out. That's it, but the effect is very different. Because the cultural carrier put it bluntly is to understand the culture of this circle, recognition is not enough, it is best to have fun, if the brand just keeps applauding and calling on the sidelines, but does not end up participating together, it will not actually win this group people's approval. There is also an expression system. The expression telemarketing list system cannot interpret the culture and opinions of the circle with a few social hot words or a passionate attitude. Therefore, the brand wants to achieve a breakthrough in the communication of the circle, in addition to the spread of the channel and the leaders of the circle To speak out, it is more necessary to play with the target group, so as to win the approval of their hearts. 02 Looking for group image resonance For the core penetration strategy of a single circle, all brands have to do is to enter the market and then dig deep. For example, in the World Cup some time ago, when many beer brands were doing content and dissemination, they would only watch the World Cup at Amway late at night. These beers and snacks would accompany you to have a good time. This kind of dissemination is actually a situation of applause on the sidelines, and it failed to Go deeper to participate and interact. In the simplest case, a few years ago, "the French team won the championship, and Vantage refunded the full amount", which is actually a deep interaction, because it guides users to "bet the game" at the s
The necessary circle marketing guide for brands: three strategies to break the circle, play circle marketing!
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汗纳迪姆

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